Recruitics partnered with Dunkin's launch of their Employer Brand, underpinned by the Employee Value Proposition (EVP) of "ALL IN" that we created with them. The EVP exemplifies their commitment to authenticity and transparency, guiding creative expression and innovative tactics to vividly bring the brand to life. This strategic move not only attracts candidates who are a perfect fit for Dunkin’s unique careers culture but also plays a crucial role in retaining existing talent, reinforcing Dunkin's dedication to being true to its identity.
Dunkin’ partnered with Recruitics to confront the challenge of differentiating its employer brand in the competitive quick-service restaurant industry, aiming to attract and retain top talent by authentically showcasing its unique workplace culture.
The strategy, directed by Dunkin’ in partnership with our agency Recruitics, centered around Recruitics' propriety "Four Paths Process," involved comprehensive research, including leadership interviews and surveys among frontline team members. This led to the creation of the Employee Value Proposition (EVP) “ ALL IN’ ” reflecting Dunkin's commitment to an inclusive, transparent, and authentic workplace.
Understanding that Dunkin’ hires a diverse range of candidates, from frontline team members in franchisee restaurants to corporate professionals, the strategy aimed to appeal broadly, yet distinctly, to each demographic.
For frontline staff, the focus was on showcasing the camaraderie, flexible work schedules, and growth opportunities within Dunkin’s fast-paced, supportive environment. For professionals, the emphasis was on innovation, career development, and the impact of their work on the larger business.
By tailoring the creative expression of the “ ALL IN’ ” EVP to address the specific aspirations and concerns of these varied audiences, Dunkin’ ensured that their employer brand was not only memorable, but also appealing to potential candidates across all levels of the organization.
This strategic positioning allowed Dunkin’ to differentiate itself in a competitive market by highlighting its unique culture and values, making it clear why Dunkin' is an employer of choice for individuals seeking careers in the quick-service restaurant sector.
The nuanced strategic approach to understanding and speaking directly to the needs and desires of their diverse candidate pool was crucial in crafting an employer brand that truly resonated, laying a solid foundation for the subsequent recruitment marketing initiatives.
The solution was a multifaceted campaign that brought the “ ALL IN’ ” EVP to life through various creative tactics tailored for Dunkin’s franchisee restaurants. The execution included:
• Pull Up Screens for use within restaurants, enhancing careers visibility.
• Table Tents and Recruitment Business Cards, providing tangible touchpoints for potential candidates.
• Ad Banners in various sizes and Social Media Posts for recruitment, expanding digital outreach.
• Art Directed Employee Video Shoots, offering a genuine glimpse into Dunkin's careers culture.
• Employee Flair Pins and a New Employee Onboarding Guide template, to help foster a sense of belonging and engagement from day one.
• Career Site Design & Content Strategy and Job Descriptions, ensuring the online presence is cohesive and compelling.
These elements were compiled into an "Employer Brand Playbook" for franchisee access, ensuring adherence to the employer brand guidelines and facilitating the seamless integration of the employer brand into their local recruitment efforts.
The employer brand campaign’s impact was significant, with a dedicated 2-month social media campaign generating 68.9 million impressions and 18.8K applications directly attributable to the effort. Website traffic to Dunkin’s career site increased by 384%, with an 81% rise in application clicks.
Notably, applications spiked in November, coinciding with the EVP launch, and continued an upward trajectory, achieving a threefold growth from January to November despite consistent spending. The conversion rate for paid ads increased by approximately 18% since the EVP's introduction.
These metrics underscore the success of Dunkin’s employer branding initiative, demonstrating not only immediate reach and engagement but also a sustainable interest in career opportunities at Dunkin’. The feedback from franchisees on the Employer Brand Playbook and the recruitment marketing materials' effectiveness further highlights the campaign's positive impact.
Through this strategic approach, Dunkin’ has strengthened its employer of choice position and created a sustainable foundation for future talent acquisition and retention efforts.
